Bringing high tech business to the North East

Putting in place the infrastructure for new kinds of business requires vision and leadership.

Everyone knows the phrase "coals to Newcastle". This is a tale of "software to Cambridge". From Newcastle. When I started my business thirty years ago it seemed far-fetched. There were less than 10 technology businesses in the whole of the North East. Now there are over 300, from software to computer games to cloud computing. Only London has a higher rate of high tech start ups. So we are doing our bit for "rebalancing" the economy.

The obvious questions are why and how? The simple answer is that while some industries depend on capital to get going, for technology companies it is people.  Software and computer games are by their very nature "weightless" products that can be sold in every corner of the world over the internet without any significant transport costs – the exporter’s dream. If you can sit a talented programmer or a creative designer in front of a computer, they can be producing saleable products that are instantly exportable.

The greatest asset for any region is its universities. The greatest problem in the North East is raising the aspirations of our own population to go to them. In a global competition for talent, you need places "where talent wants to live". This means that you need to have a buzzing music and cultural scene – Newcastle has been voted one of the world top party cities - good affordable housing and easy ways to get to work. Tyneside and the rest of the region has a justifiable reputation as a great place to be and this has been fostered over the last decade by a combination of strategic, long-sighted public investment in creative and cultural infrastructure like the Sage Gateshead, and the establishment of organisations like Generator who support the music industry and make events happen.

University involvement and partnership with business has grown by encouraging graduate internships and establishing "hatcheries" nurturing embryonic businesses. Publicly-funded initiatives like Sunderland Software City and Digital City on Teesside have been able to provide guidance, mentoring, premises, and networking for new business. Organisations like North East Access to Finance help fund the growing numbers of start-ups and high growth companies.

I chaired the Regional Development Agency until it was closed this year. Its founding idea – that public and private sectors need to support each other - is right. Here are three things that would make the biggest difference in the next ten years. Firstly, there needs to be more productive and innovative partnerships between the private sector, the universities and the public sector. Each offers different elements to the mix. Entrepreneurial ideas and drive, a trained and educated workforce coupled with innovative research and development in the right "connected" locations are the fundamental building blocks for this industry. Secondly businesses like this need finance. Often UK banks are reluctant to lend to this sector so we need to create small grants that allow clever people to test ideas and then more substantial equity investments as businesses mature and develop. Finally we need vision, leadership and role models. People who see what the North East's economy could look like and have the ambition, drive and determination to make it happen. The region has changed much since the dark days of the Likely Lads, what we need for the future is tomorrow’s Bob and Terry having Masters degrees in software engineering and creating world-leading software.

Paul Callaghan is Chairman of Leighton, the North East-based technology, software, media and communications group that he founded.

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Harmful gender stereotypes in ads have real impact – so we're challenging them

The ASA must make sure future generations don't recoil at our commercials.

July’s been quite the month for gender in the news. From Jodie Whittaker’s casting in Doctor Who, to trains “so simple even women can drive them”, to how much the Beeb pays its female talent, gender issues have dominated. 

You might think it was an appropriate time for the Advertising Standards Authority (ASA) to launch our own contribution to the debate, Depictions, Perceptions and Harm: a report on gender stereotypes in advertising, the result of more than a year’s careful scrutiny of the evidence base.

Our report makes the case that, while most ads (and the businesses behind them) are getting it right when it comes to avoiding damaging gender stereotypes, the evidence suggests that some could do with reigning it in a little. Specifically, it argues that some ads can contribute to real world harms in the way they portray gender roles and characteristics.

We’re not talking here about ads that show a woman doing the cleaning or a man the DIY. It would be most odd if advertisers couldn’t depict a woman doing the family shop or a man mowing the lawn. Ads cannot be divorced from reality.

What we’re talking about is ads that go significantly further by, for example, suggesting through their content and context that it’s a mum’s sole duty to tidy up after her family, who’ve just trashed the house. Or that an activity or career is inappropriate for a girl because it’s the preserve of men. Or that boys are not “proper” boys if they’re not strong and stoical. Or that men are hopeless at simple parental or household tasks because they’re, well...men.

Advertising is only a small contributor to gender stereotyping, but a contributor it is. And there’s ever greater recognition of the harms that can result from gender stereotyping. Put simply, gender stereotypes can lead us to have a narrower sense of ourselves – how we can behave, who we can be, the opportunities we can take, the decisions we can make. And they can lead other people to have a narrower sense of us too. 

That can affect individuals, whatever their gender. It can affect the economy: we have a shortage of engineers in this country, in part, says the UK’s National Academy of Engineering, because many women don’t see it as a career for them. And it can affect our society as a whole.

Many businesses get this already. A few weeks ago, UN Women and Unilever announced the global launch of Unstereotype Alliance, with some of the world’s biggest companies, including Proctor & Gamble, Mars, Diageo, Facebook and Google signing up. Advertising agencies like JWT and UM have very recently published their own research, further shining the spotlight on gender stereotyping in advertising. 

At the ASA, we see our UK work as a complement to an increasingly global response to the issue. And we’re doing it with broad support from the UK advertising industry: the Committees of Advertising Practice (CAP) – the industry bodies which author the UK Advertising Codes that we administer – have been very closely involved in our work and will now flesh out the standards we need to help advertisers stay on the right side of the line.

Needless to say, our report has attracted a fair amount of comment. And commentators have made some interesting and important arguments. Take my “ads cannot be divorced from reality” point above. Clearly we – the UK advertising regulator - must take into account the way things are, but what should we do if, for example, an ad is reflecting a part of society as it is now, but that part is not fair and equal? 

The ad might simply be mirroring the way things are, but at a time when many people in our society, including through public policy and equality laws, are trying to mould it into something different. If we reign in the more extreme examples, are we being social engineers? Or are we simply taking a small step in redressing the imbalance in a society where the drip, drip, drip of gender stereotyping over many years has, itself, been social engineering. And social engineering which, ironically, has left us with too few engineers.

Read more: Why new rules on gender stereotyping in ads benefit men, too

The report gave news outlets a chance to run plenty of well-known ads from yesteryear. Fairy Liquid, Shake 'n' Vac and some real “even a woman can open it”-type horrors from decades ago. For some, that was an opportunity to make the point that ads really were sexist back then, but everything’s fine on the gender stereotyping front today. That argument shows a real lack of imagination. 

History has not stopped. If we’re looking back at ads of 50 years ago and marvelling at how we thought they were OK back then, despite knowing they were products of their time, won’t our children and grandchildren be doing exactly the same thing in 50 years’ time? What “norms” now will seem antiquated and unpleasant in the future? We think the evidence points to some portrayals of gender roles and characteristics being precisely such norms, excused by some today on the basis that that’s just the way it is.

Our report signals that change is coming. CAP will now work on the standards so we can pin down the rules and official guidance. We don’t want to catch advertisers out, so we and CAP will work hard to provide as much advice and training as we can, so they can get their ads right in the first place. And from next year, we at the ASA will make sure those standards are followed, taking care that our regulation is balanced and wholly respectful of the public’s desire to continue to see creative ads that are relevant, entertaining and informative. 

You won’t see a sea-change in the ads that appear, but we hope to smooth some of the rougher edges. This is a small but important step in making sure modern society is better represented in ads.

Guy Parker is CEO of the ASA